Wine producers need to rethink bottle sizes

Wine producers should rethink the relative pariah status of mid-sized bottles as health-conscious consumers look for treats in smaller portions, according to a senior Mintel analyst.

Wine producers should rethink the relative pariah status of mid-sized bottles as health-conscious consumers look for treats in smaller portions, according to a senior Mintel analyst.

Just 3% of innovation in the UK wine industry over the past 12 months has involved bottle sizes between 25cl and 50cl, and this needs to change, Mintel global drinks analyst Jonny Forsyth told attendees of the London International Wine Fair this week.

Most multiple retailers stock only a token number of half-bottles in their wine aisles, and the concept has received a lukewarm response from the industry in general, despite some high-profile advocates for smaller bottle sizes in recent years - including Jancis Robinson MW.

Forsyth said a wider range of mid-sized bottles would help wine firms and retailers to target key consumer trends.

For example, calories in alcoholic drinks are becoming a significant issue for younger drinkers, he said, adding that, across food and drink in general, "55% of UK consumers are trying to lose weight by cutting down on portion sizes". "The industry is missing a trick with 25cl to 50cl bottles," he said.

"To stiumulate sales, the wine industry needs to work harder to meet changing consumer needs," said Forsyth. "Consumers want to feel like they're being healthy but also have a licence to indulge."

A lot of downsizing in terms of wine packaging has focused on single-serve portions. But Forsyth argued that opportunities are relatively limited in this format, because most consumers see drinking wine as a social act.

Forsyth also highlighted other opportunities for innovation, in particular a consumer trend towards spicier flavours and aromas in food and drink in the UK.

However, Mintel research shows there is consumer scepticism towards too much flavour innovation in wine. Around 60% of people surveyed said they would not drink a wine with an "unusual flavour", such as chocolate, although younger consumers appeared more amenable to the idea.